Digital Marketing News Topics Week 28 2024
Contents
Welcome to Move Ahead Media’s Weekly News Roundup for Week 28! In this edition, we bring you the latest industry updates and insights! We will be sharing news about the launch of the tCPA Insight Box for Demand Gen Campaigns and LinkedIn’s official rollout of Accelerate. We’ll also find out why the Alphabet & HubSpot deal will not be happening. Lastly, we learn about Google’s addition of 8 more languages to its SERPs.
At Move Ahead Media, we pride ourselves on staying at the forefront of digital marketing trends. We make sure our clients receive the most current and effective strategies. Our dedication to continuous learning and innovation makes us a trusted digital marketing partner. We are focused on your success, and not just ours.
tCPA Insight Box Launched for Demand Gen Campaigns
Google Ads launches tCPA Insight Box for Demand Gen campaigns. This follows a similar feature for Performance Max and Standard Shopping campaigns.
tCPA means target Cost Per Action or Acquisition. It is a smart bidding strategy available in Google Ads and Microsoft Advertising. tCPA is an automated bid strategy that allows advertisers to set a cost for each desired conversion action. Google Ads‘ smart bidding strategies give the flexibility to optimise based on goals in real-time. Machine learning allows strategic advantage and constant improvements to be made.
To calculate a good target CPA, start by considering the factors influencing it. These are the value of a conversion, profit margins, and the marketing strategy.
This new feature can help us assess the campaign’s performance and make data-driven decisions. Some of the key features of this features are:
- Aims to keep CPC equal to set tCPA
- Calculated typical variation based on historical data
- Indicates if Actual CPA is within the expected range
- Shows weekly CPA averages with projected conversions
- Tells you whether the target is within the typical variation
At Move Ahead Media, we urge everyone to familiarise themselves with the new Insight Box. Learn how you can use this new information to adjust your strategies and whether it leads to improved conversions. Alternatively, our team is already ahead of this and has studied the feature so all you have to do is contact us!
LinkedIn is Officially Rolling Out Accelerate At The End Of The Year
LinkedIn is introducing “Accelerate”, their AI-driven campaign tool by the end of the year. Designed to revolutionise the ad creation process, it aims to reduce the campaign building time from 15 hours to 5 minutes!
This innovative tool uses the platform’s data, including product URLs, LinkedIn pages, and previous ads. It then recommends comprehensive and optimised campaigns tailored to B2B audiences.
Accelerate provides advertisers with the ability to improve their campaign performance. They claim that LinkedIn advertisers using it can see 15% more efficiency in campaign creation. They also say that it can drive 52% lower CPA compared to classic campaigns.
Originally launched in beta mode in October 2023, it is currently only available to 50% of advertisers globally. People who have used the tool claim that they saw a 3X increase in lead form completion rates and 66% cheaper CPL. These stats are from Sean Johnston from Closed Loop, for client Calendly.
For digital marketing companies like MAM, this is potentially a powerful new asset. As with any other AI tool, these can help us deliver faster data-driven campaign solutions to maximise ROI.
If you are looking into B2B campaigns on LinkedIn, feel free to reach out!
Source: https://digiday.com/marketing/linkedin-is-officially-rolling-out-its-own-ai-campaign-tool/
Alphabet & HubSpot Deal Not Happening
It appears that Alphabet’s rumoured acquisition of HubSpot is off the table. According to Bloomberg, the parties “didn’t get to the due-diligence stage in deal talks”.
Hubspot is a CRM software company specialising in inbound marketing, sales and customer service tools for SMEs.
Earlier in the year, rumours seem to hint at a solid deal. CNBC’s David Faber reported the companies continued to have discussions and an all-stock deal was in the future.
HubSpot’s shares are moving up and down with each additional story related to this.
8 More Languages Added To Google’s SERPs
Google announced that they’re translating search results into 8 more languages.
It will automatically translate the title link and meta descriptions to a site visitor’s native language. This makes the website available to a searcher in another language! This update allows publishers to increase their traffic globally.
According to Google’s documentation for this feature: “Google doesn’t host any translated pages. Opening a page through a translated result is no different than opening the original search result through Google Translate or using Chrome in-browser translation. This means that JavaScript on the page is usually supported, as well as embedded images and other page features.”
These are the 8 new languages:
Arabic, Gujarati, Korean, Persian, Thai, Turkish, Urdu, and Vietnamese.
2024 has been quite a challenging year for publishers, from the introduction of AI Overviews to the 2024 Core Algorithm Update. It has not been easy. This news is different because it creates the opportunity for publisher content to be shown in even more languages than ever!
Source: https://developers.google.com/search/docs/appearance/translated-results
THINK AHEAD. MOVE AHEAD.
We love to talk about digital marketing! Contact us today and we can help you generate real ROI gains for your business. Call us at +66 (0) 2 260 0424 or email info@moveaheadmedia.com
Michelle
Head of Brand
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